Amazon has unleashed its own take on Time magazine’s person-of-the-year cover in a provocative marketing campaign for the second season of The Man in the High Castle.
This week, Time revealed President-elect Donald Trump as its person of the year alongside the caption “President of the Divided States of America.” The pick of Trump for the cover has been widely paralleled to Hitler’s being named man of the year in 1938, according to Adweek.
Amazon has seized upon on the criticism surrounding the cover by teaming up with Time to offer an advertising booklet inside each copy of the magazine, which features a faux Time man of the year cover from 1963 referencing The Man in the High Castle.
The six-page booklet includes a feature article on the shadowy Man in the High Castle and an ad for the show declaring: “The future belongs to those who change it.”
RELATED: Season 2 of Amazon’s ‘The Man In The High Castle’
Amazon’s The Man in the High Castle is an adaptation of Philip K. Dick’s novel, and imagines a much more disastrous ending for World War II, one in which the Axis powers—Germany and Japan—split the U.S. between them, with Germany controlling the East Coast and Japan ruling the West Coast of the United States. The Amazon ad draws comparisons between the fractured nature of the country as a result of Trump and the divided country in the series.
Amazon has pulled off controversial marketing campaigns before for the series. Recent gimmicks have included a Nazi-inspired New York City subway car and posters depicting the Staute of Liberty in a “Heil Hitler” salute.
The article also notes that many brands have spoofed Time’s person of the year issue, however Amazon’s stunt marks the first time that Time has partnered with a brand to include the iterations inside the issue itself.
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